It seems we have basic trust issues with online information. Whether it’s the proliferation of fake news, bad or biased information online, or the ads we see, less than half of US internet users say they trust online ads. The exception to that would be search engine ads, which had a trust score of 61%, according to a MarketingSherpa study reported in eMarketer.

So what ads do people trust the most?

Print ads and TV ads.

Native Ads?

For the past couple of years, we’ve heard how “native advertising” – paid for ads made to look like news content – will be the thing to generate revenue for publishers. Native ads/Sponsored content scored no better. 54% of people responding to a Contently/CUNY study said they felt “deceived by sponsored content.”